COMPANY OVERVIEW:

The Wadia Enterprise, Britannia Industries Limited is an India Food company

founded in 1892 and is manufacturing & selling biscuits, Rusk, cake, bread,
and dairy products.

It is among the most trusted brands in India manufacturing daily food brands
such as Good Day, Milk Bikis and Marie Gold, Tiger, and NutriChoice. These
brands have become a household name in not only urban but
rural markets also.

Focus on tapping the Hindi belt:

 Britannia’s rural market share is only two-third of its urban market share.
 The rural penetration of the biscuit segment in India is above 60%.
 However, the regional or small-price brands have better penetration in the
Indian rural market in comparison with some of the pan-India brands.
 Britannia is more focused on expanding its base in the Hindi-speaking belt
where it has about one-fifth of the share of the market leader.
 RURAL MARKETING OF BRITANNIA

WHAT IS RURAL MARKETING?

Rural marketing is a process of developing, pricing, promoting, and
distributing rural specific goods and services leading to desired
exchange with rural customers to satisfy their needs and wants,
and also to achieve organizational objectives.

4 A’s OF RURAL MARKETING

Whenever a company plans to enter the rural markets, it has to
restructure its marketing strategies to suit the needs and requirements of rural
consumers. Since they are mostly illiterate and belong to a low-income group.

BRITANNIA’S 4 A’s OF RURAL MARKETING

  Awareness :
 Slogan for rural segment Eat healthy, think
better
 Britannia Tiger lagaan match.
 Britannia tiger Bachao Andolan.
 Hoardings/Televisions
 Hatts & Melas

 Affordability:
 Tiger Biscuits have adopted the market penetration strategy i.e. low pricing.
 Low price range, as low as : Rs. 4,Rs. 5 and Rs.10.
 Product is available in three different sizes 75 gms, 100 gms and 250 gms.

 Availability:
 It has a manufacturing Plant at Andheri which is outsourced to Oasis
Enterprise.
 C & f Agents located at district level in various states.
 Wholesalers are present in the taluka level.
 Retailers in villages are supplied by wholesalers at the taluka level.

 Acceptability:
 Distinctly comfortable position in the consumer psyche built over the
decade. Friend circle, social group and classmates etc.
 It is consumed by people of all ages.
 While some have it for breakfast for others it is complete wholesome meal,
for some it is best accompaniment for chai.

MAIN MOTIVE :

Britannia’s main motive is to ensure that they develop awareness and

activation at the local level in the villages.
To activate weekly markets where they can set up stalls and make them aware
of their products like cream biscuits and brands like “Tiger.”
This motive was achieved by Britannia by running branding campaigns in rural
markets.
 BRITANNIA’s RURAL FORECAST AND STRATEGIES:
1) Britannia Industries, contribution in rural market is about 20-22 per cent of
overall sales & is eyeing to capture a bigger pie in these markets.
2) To woo the customers in rural India, the company is also created price
points that are lower to meet the expectations of the rural markets.
3) To ramp up sales in rural areas, especially of its more premium biscuit
brands like Good Day and Marie Gold, the company has experimented with
innovative packaging options. It sells smaller packs of these brands that
cost Rs5-10.
4) It has also piloted a few marketing campaigns in the rural markets and now
plans to run those on a much larger scale going ahead.
5) According to the forecast the company were underpenetrated in the rural
parts of the country. They focused in these markets through their direct
reach strategy.
6) Britannia have always focused on the freshness of the products. The
company has used technology to strength the sales and distribution in the
rural segment.
7) With the internet penetration improving in rural India, the company is able
to getter better insights from the region.
8) To make the system fool proof, offline platforms had been created for the
company’s salesmen.
9) Britannia are using geospatial technology, artificial intelligence and analytics
that help them get appropriate data insights leading to meaningful market
analytics.
10) Britannia, which has been focusing on achieving direct reach to its markets,
has been able to sell products faster across segments. It has also
strengthened its presence in Gujarat, UP, Rajasthan, MP and Uttaranchal in
the last few years.

COMPETITIVE ADVANTAGE OF BRITANNIA :

STRONG PRODUCT PORTFOLIO: With a wide presence in each of the products

categories supported by the sub-brands has helped the company in capturing
the rural market.
Although the company has sub-brands in its product portfolio recently it has
entered into premium bakery & Dairy products segment in order of being
competitive in the market and have a bouquet of products for all segments of
the society.

Some of their products in the segment delivering delightful innovative

products to customers are Good day Wonderful, Britannia Treat with Choco &
Vanilla flavour.

BRITANNIA’s INITIATIVES TAKEN :

(Britannia Nutrition Foundation’s programme)

Seeks to alleviate malnutrition and iron deficiency anaemia among children
and adolescents in the underserved communities.
The programme activities are focused at improving health and nutrition status
of children, mothers and adolescents through a multi-pronged approach that
works at three levels:
(i) At the Anganwadi Centre level, where through capacity building support to
the Anganwadi workers, BNF aims to demonstrate strengthened functioning of
the Anganwadi centre, as a conduit for the delivery of quality nutrition, health
and early child education services for young children, pregnant women and
lactating mothers, and adolescent girls.
(ii) At the Community level, where through a behaviour change led
intervention, BNF intends to facilitate improvements in mothers’ and
caregivers’ knowledge and practice of health, WASH and nutrition.
(iii) At the School level, by improving knowledge on food habits and inclusion
of nutritional, health and hygiene and ARSH education.
The programmes are implemented in collaboration with the Integrated Child
Development Services (ICDS) of the Department of Women & Child
Development, Health and Education Department.
Various need-based health camps are also organized at regular intervals to
meet the specific needs of the community and to deliver medical services. The
camps also provide for timely referral services to the patients for further or
specialized care.
THANK YOU .